Omnichannel retail strategy, originally known in the United Kingdom as bricks and clicks, is a business model in which a company integrates both offline, physical, and online presences so a customer can move between them. By the mid-2010s many physical-store retailers offered ordering through their website, a mobile app, and by phone in addition to the store itself, and the wide adoption of smartphones made the approach more popular still, since customers could browse and order from a phone during any spare moment. The model has also historically been described by terms such as clicks and bricks, click and mortar, and bricks, clicks and flips.
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Walmart integration of its online marketplace with buy-online-pickup-in-store and same-day delivery from its physical stores is a widely cited real-world example of an omnichannel retail strategy.
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